Study On Marketing Recruitment Planning Of CZ Securities Based On Cost Benefit Analysis

Brokerage is a traditional business of securities companies, also the main source of income. In recent years, the rivalry of brokerage is increasingly intense, the net commission rate and income continued to decline, but its revenue contribution to the whole industry is still high as39%. The traditional brokerage business isintermediary business, making profit from transaction feecharging. Althoughit currently actively transform its business model to financial management service, but is still at the mercy of bull market. The service of brokerage is still identical among companies, and it’s very hard to to produce competitive differentiation. Obtaining new customer by marketing agents is still the main device for competition and market sharepursuing.There are two types of marketing agents in securities companies, both full-time and part-time. It’s important for securities companies to carry out scientific human resources recruitment planning for the two types of agents to maintain income stability, control cost and risk, enhance competitiveness in different market environments. This article is a case study about CZ Securities Ltd. of building a human resources planning model for securities companies to adapt to different market environments.This article is in this context, bases on human resource planning theory, cost-benefit analysis, cost analysis theory of human resources, stock price and volume theory and other theories as theoretical, using statistical analysis, interdisciplinary research and other research methods, combines financial theory to human resource research, selects CZ securities to analyze the recruitment plan of marketing agents of securities companies, hopes to give guidance about recruitment planning under different market conditions.The article contains eight chapters. Chapter one is the introduction, introduces the background and the significance of this study, as well as the research ideas and the framework;Chapter two is about documents study, elaborating the four theories mentioned above, and puts forward the research methods and tools used in this article; Chapter three is the introduction of CZ Securities; Chapter fouris the analysis of marketing human resources situation and performance of brokerage business; Chapter five is to establish the prediction model of the demand of marketing agents; Chapter six is the analysis of the supply of marketing agents; Chapter seven is the application of human resource recruitment plan; The article finally draws the conclusion.After the study on the human resource recruitment planning of marketing agents of CZ securities, the main conclusions of this article is that, within the interval of prediction of stock market by the company, in the realization of the scale of the target client assets and operating profit targets for the coming year,73full-time agents and339part-time agents should be recruited next year. This also conducted a sensitivity analysis of the above conclusions, drawning two main conclusions:First, the basic benefits from new agents next year can be determined; Second, amount of assets bringed from new account snext year would be increased with amount of new agents, the comtribution from full-time agents is larger than part-time agents, additional full-time agent in the coming year with additional benefits of increasing the number of the corresponding reduction in the average monthly loss added benefits of a full-time agents for the coming year brings more than the average monthly new one fewer full-time agents. This article concludes with recommendations on the results of the program should be periodically adjusted, and this article presents insufficient.